Background

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Project

San Fransico Airport Customer Satisfaction Survey Analysis for the year of 2018

General Information

SFO conducts an annual survey and collects data on passenger demographics and satisfaction with airport facilities and services from stratified random samples. This study uses secondary data from the 2018 SFO annual survey, which provided a random sample of 2809 responses on 95 questions, with a number of missing responses ranging from 0 to 2809.

In this study, two types of predictor variables are selected to determine the key drivers of overall satisfaction at SFO: ratings, and cleanliness. Ratings include a total of 15 items (artwork exhibitions, restaurants, retail shops and concessions, signs and directions inside SFO, escalators/elevators/moving walkways, information on screens/monitors, information booths (lower level - near baggage claim), information booths (upper level - departure area), accessing and using free Wi-Fi at SFO, signs and directions on SFO airport roadways, airport parking facilities, AirTrain, long term parking lot shuttle (bus ride), airport rental car center, and SFO Airport as a whole. A 5-point Likert scale, with 1 as “Unacceptable” to 5 as “Outstanding” is used to measure ratings.

Age, gender, income, and purpose of travel are the demographic variables, with age categorized into 7 levels, gender categorized into 3 levels, income categorized into 5 levels, and travel purpse categorized in 2 levels.

Goals

Some of the main questions we want to answer:

  • Are there differences in overall satisfaction ratings with respect to a persons gender?

  • Are there differences in overall satisfaction ratings with respect to a persons age?

  • Are there differences in overall satisfaction ratings with respect to a persons income?

  • Does the purpose of travel affect a person’s satisfaction rating?

  • Are all the ratings for each department similar, and which department(s) need improvement?

Gender

tabs

Overall Statisfaction Rating

Here we can see that females are more likely to respond to this survery, but are there any differences between the genders?

Gender Classification
Gender Gender_code
Male 1
Female 2
Non-binary 3

Percentage for rating by Gender

Numerical Analysis for Gender

Number of Respondants
Gender Total.responded
Male 2132
Female 2510
Non-Binary 13
Percentage for rating by gender
Satisfaction.rating percent.male percent.female percent.nonbinary
1 0.0469043 0.0398406 15.38462
2 1.8292683 1.6733068 0.00000
3 19.7467167 20.0796813 23.07692
4 55.4878049 52.1912351 46.15385
5 22.8893058 26.0159363 15.38462

As you can notice from our analysis above, there isn’t too much of a difference between the ratings for gender, except when is comes to a perfect score of 5. Females gave the most ratings of 5, males the second, and non-binary for third. But keep in mind that only we only have 13 ratings from non-binary.

Age

tabs

Overall Statisfaction Rating

Are there any differences between the age groups?

Age Classification
Age Age_code
Under 18 1
18 - 24 2
25 - 34 3
35 - 44 4
45 - 54 5
55 - 64 6
65 and over 7

Percentage for rating by Age Group

Numerical Analysis for Age

Age Age_code Total.responded
Under 18 1 28
18 - 24 2 551
25 - 34 3 1201
35 - 44 4 905
45 - 54 5 759
55 - 64 6 752
65 and over 7 452
Percentage for rating by Age
Satisfaction.rating percent.under.18 percent.18.to.24 percent.25.to.34 percent.35.to.44 percent.45.to.54 percent.55.to.64 percent.65.over
1 0.000000 0.1814882 0.0832639 0.000000 0.000000 0.000000 0.0000000
2 7.142857 2.3593466 1.7485429 2.541437 1.449275 1.595745 0.2212389
3 25.000000 15.6079855 23.6469609 20.110497 21.343874 19.813830 15.2654867
4 39.285714 46.8239564 52.2897585 56.906077 58.498024 52.526596 52.2123894
5 28.571429 35.0272232 22.2314738 20.441989 18.708827 26.063830 32.3008850

As you can notice from our analysis above, there isn’t too much of a difference between the ratings for age, but people under 18 are more likely to give a rating of 2 or 3, so maybe the airport isn’t as kid friendly as it could be. Ages 45 -54 gave the most for a rating of four and ages 18 - 24 gave the most ratngs of five.

Income

tabs

Overall Statisfaction Rating

Income Classification
Income Income_code
Under 50,000 1
$50,000 - $100,000 2
$100,001 - $150,000 3
Over $150,000 4
Other Currency (specify) 5

Percentage for rating by Income Level

Numerical Analysis for Income

Number of Respondents
Income Total.responded Income_code
Under 50,000 708 1
$50,000 - $100,000 1125 2
$100,001 - $150,000 780 3
Over $150,000 1265 4
Other Currency (specify) 32 5
Percentage for rating by Income Level
Satisfaction.rating percent.under.50k percent.50.to.100k percent.100.to.150k percent.over.150k percent.other
1 0.1412429 0.000000 0.000000 0.1581028 0.000
2 0.5649718 2.488889 1.410256 1.8181818 9.375
3 13.9830508 20.000000 21.666667 21.1857708 15.625
4 47.8813559 52.355556 55.641026 57.1541502 62.500
5 37.4293785 25.155556 21.282051 19.6837945 12.500

There doesn’t seem to be too much discretion between income levels, although the people who made under 50k gave the most ratings of five which leads us to believe that there may be affordable options at the airport.

Purpose of Travel

tabs

Overall Statisfaction Rating

It is clear from the graph that people travelling for pleasure have a higher satisfaction rating for the airport than people travelling for business.

Income Classification
Purpose Purpose_code
Business 1
Pleasure 2

Percentage for ratings by Trip Purpose

Numerical Analysis for Purpose of Travel

Number of Respondents
Trip_purpose Total.responded Purpose_code
Business 376 1
Pleasure 576 2
Number of Respondents
Satisfaction.rating percent.pleasure percent.business
1 0.00000 0.000000
2 1.06383 1.388889
3 21.01064 19.270833
4 55.05319 48.437500
5 18.88298 23.611111

As you can see people travelling for pleasure gave the most ratings of three and four wher people travelling for business gave the most ratings of two and five.

Rating by Department

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Mean and Standard Deviation for department ratings

Variable n Mean SD Action_required
Artwork 418 3.949761 0.9264887 No
Food 493 3.523327 0.9095046 Yes
Retail 459 3.562092 0.8704017 Yes
Airport Signage 540 4.027778 0.8791370 No
Walkability 531 4.158192 0.7656689 No
Info Screens 499 4.100200 0.8028438 No
Info Booths Lower Level 298 3.815436 0.9005217 No
Info Booths Upper Level 293 3.907850 0.9517683 No
WIFI 409 4.002445 1.0182135 No
Road Signs 356 4.039326 0.9366549 No
Parking 224 3.799107 0.8469407 No
Long Term Parking 120 3.908333 0.9166603 No
Airtrain 258 4.046512 0.8984246 No
Car Rentals 212 3.820755 0.9813152 No

All departments did really well, only two departments had marginally lower means and higher standard deviations which are food and retail. To keep this airport’s hig rating management may want to see what some issues may be causing this, maybe more selection would be a help with ratings.

Overall Satisfaction Rating for all departments

Overall Satisfaction reported by 5110 people

column

Overall Satisfaction Mean by Department

Overall Satisfaction Standard Deviation by Department

Conclusions

Our conclusions from this analysis are as follows: